This gives time and roomfor a new product such as Precision to establish itself and build up a market sharebefore it may have to fight against a new contender. Best of the mainstreamofferings. The averageor replacements of the toothbrushes were only once every 8.
There are issues with how to position and promote the toothbrush to try and minimize the new products affect on current company products. Retailers, due to higher average margin, are more receptive to adding additional toothbrushes to their retail shelves, since we are the market leader in FOOD stores.
ColgateClassic was the companys original entry in the toothbrush sector and was positionedas a value segment. Including Precision as a high-end, mainstreamproduct could potentiallycannibalize Colgate Plus sales.
In the U. The management was concerned with how to position the toothbrush within the super-premium market, either as a niche product or in the mainstream market.
As consumers were becoming more concerned about their dental health, each year saw an increase in the number of dental health care products that enabled people to accommodate their needs while brushing properly.
Industry AnalysisNot only can the industry be broken down by price models super-premium,professional, and valueit can broken down a second time into niche andmainstream offerings.
Technological advances- use technology to stay ahead in business. A perceptual map for Precision was created from the following data: There is an added level of risk present when conducting transactions internationally. What benefits are the consumers expecting from a toothbrush? As one of the industry leaders in consumer products the company focuses on growth opportunities in the U.
The company acquired Hindustan Ciba Geigy Cibaca in the yearwhich helped it increase its market share. Lastly, the new toothbrush, to truly be successful, needed to break into Oral Bs high professional market share.
This could intensify competition in the segment.
The latest entrant in the organised sector is LG that has ventured into the FMCG market and launched premium consumer products across 8 categories including toothpastes, shampoos, soaps, detergents, etc. Some felt by putting Colgate in the more prominent position at the front it would help sales by tapping into the Colgate brand recognition.
CP knew that sampling would be a key in the role out especially since some of the test subjects expressed concern with the odd look of the bristles. The Precision ToothbrushCase SummaryInafter evaluating the current market condition andcompleting its research and development, Colgate-Palmolive was ready to beginmarketing its newest toothbrush, Colgate Precision.
The obvious goal of such a position would be to capture a greater return on theinvestment Colgate-Palmolive made on this products research and developmenteffort. Consumers are becoming more and more obsessed with dental care, and they demand technological advancement in the products they purchase; in the case of the Precision Toothbrush, the fact that it is advertised as a plaque remover tool, helping prevent gum disease, is a big plus.
As therapeutic toothbrush sales rose it became apparentthat baby boomers were becoming increasingly concerned with their oral health,specifically their gums. To help get the toothbrush and the information about the benefits into consumers hands and mouths led to the important tactic to push 3 million, for the niche, and 8 million, for the mainstream, toothbrushes via dentists.
Competitors were not only innovating, but they were also forming alliances with dental professionals, expanding advertising budgets and offering promotions that would grab consumer attention. Unlike the mass market, these are issues which a nichemarket segment would comprehend and about which they would care.
The concerns here were whether or not to increase the spending levels and how much if any should be reallocated from the Plus line to the Precision line.Colgate Palmolive The Precision Toothbrush Abhishek Pangaria Mandeepak Singh Rajendra Inani Saravanan Logu Tarandeep Singh Vivek Edlabadkar.
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Colgate-Palmolive CASE STUDY Precision by Colgate; the most effective toothbrush on the market today with an amazing 35% increase in plaque removal when compared to other. colgate palmolive - the precision toothbrush case analysis questions 1. List and briefly discuss the changes occurring in the toothbrush category and published this.Download